The Matching Mirage
Donation matching has long been one of fundraising’s most effective tools to inspire generosity. Yet as matching campaigns have become more common, their meaning has blurred.
Why Matching Campaigns Need Clarity
Donation matching is one of fundraising’s most effective tools to inspire generosity, but as it grew in popularity, its meaning blurred, losing some of the clarity that made it so powerful. Following the State of Donation Matching report, MatchNice conducted a live poll of 122 nonprofit professionals to capture their honest perceptions of how they believe donation matching works today. The results are eye-opening.
Inside Perception.
- 55% of nonprofit professionals don’t believe matches are truly contingent on donations when promoted to donors.
- 70% believe nonprofits promote previously secured funds as matches.
Terminology causes confusion.
More than half of nonprofits said they didn’t know the difference between a match and a challenge.
Match: A match is when a donor commits to multiplying (e.g., 1:1, 2:1) donations as they come in, contingent on others giving. Matches only happen when others donate.
Challenge: A challenge is a set amount, pledged or pre-secured, used to motivate others. It may be conditional on a goal, but it is often fully committed and framed as a motivational tool.
Getting Matching Right
Nonprofits can lead with integrity and impact by focusing on three simple donation matching principles:
1. Easy – Make matches effortless to set up, easy to understand, and simple to communicate.
2. Transparent – Let donors see real-time progress and impact without extra steps or confusion.
3. Accessible – Make matching visible and available on your website and any donation page.
The strongest matching campaigns lead with clarity and honesty, giving donors confidence that their contributions matter.
Redefining Matching, Together
The best matching campaigns are built on trust. Matching is a powerful way to spark momentum and inspire generosity, especially when executed with clarity and integrity. Nonprofits that communicate clearly about what a “match” really means will strengthen donor trust and, ultimately, raise more awareness and collective impact for their mission.
This piece is based on findings from The Matching Mirage by MatchNice, who are helping the to make donation matching easy, transparent, and accessible to inspire more giving.